The 2024 Content Benchmarks Report

Things move fast in the world of social, but the need for content is constant. Regardless of industry or geography, what you post—and what you choose not to—is the crux of every brand’s social strategy. How does your approach stack up?

The 2024 Content Benchmarks Report offers a glimpse into performance trends across industries and networks, the types of content audiences crave today and what that means for the year ahead.

Through an analysis of more than 2.1 billion messages from over 1 million public social profiles—and a survey of 1,600 consumers across the US and UK—we’ve compiled all the insights you need to shape a social content strategy that speaks directly to your audience and leapfrogs the competition.

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How to use this research

Contextualize your performance

Explore our social publishing and engagement benchmarks for over two dozen industries to help you understand how your approach stacks up. Use these insights to compare performance against direct and indirect competitors, and set realistic expectations with leadership.

Cut through the noise

Social media content saturation is at an all-time high. How can marketers break through? We share data on the content qualities audiences say make brands stand out, and profile brands whose content stands apart for all the right reasons.

Curate content that can’t be ignored

With endless options to choose from, which content formats truly captivate social users? And who do they wish brands would highlight more in their content? We have answers. Use these insights to calibrate your strategy around want audiences really want.

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

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